You can't see it, except at a distance. Grab at it - it slips through your fingers. And regardless of what the textbooks say, it's no more a science than its sister art form of advertising. If you are looking for ways to build true market presence for your company - not just vague awareness but the forthright goodwill that leads to purchasing decisions - we submit these seven PR Points to Ponder. They'll help you put more shape and substance into your Public Relations program. Seven PR Points to Ponder: 1. Let Your Imagination Soar 2. Don't Bore People in Public 3. Editors Are People, Too 4. Consider Analysis 5. Put People Together 6. It's Only Creative If It Sells 7. Please Don't Generalize